A mass ribbon-cutting event was held Wednesday to welcome 12 new businesses to Fox Valley Mall in Aurora.
The ceremony was followed up by what city staff said would be a second ceremony at each new business at the shopping center.
“There is definitely going to be a ripple effect, a magnetic attraction to others seeing this many businesses coming in to Aurora and that’s why we put so much emphasis and effort on our ribbon-cuttings,” said Clayton Muhammad, chief engagement and equity officer for the city of Aurora. “Two years ago, we had 97 ribbon-cuttings and last year 80-plus, and this will move us closer to the 50 mark halfway through the year.
“We publicize this and put it own on social media and let others know – Aurora is open for business,” he saiid.
Aurora Mayor Richard Irvin was equally enthusiastic at the event on Wednesday.
“This is the largest ribbon-cutting event we’ve had in the city, definitely in my administration. To open 12 new stores in Aurora is great,” said Irvin just before the ceremonies began. “We’re great partners with the Fox Valley Mall and their team and we want to encourage their success.Their success is our success.”
Muhammad said “the mall is just booming out here.”
“Working with the team here at the mall, they’re very innovative and forward-thinking when you look at what is happening all around the mall with the new apartment buildings and when you see what’s happening inside, they’ve rebounded from COVID,” Muhammad said. “It’s always busy, and they are really community-based and centered and I believe that is part of the reason new businesses are attracted to the mall. They really give new business owners a chance.”
An example, Muhammad said, is a shoe store that opened at the mall three years ago “by 21-year-old kids” known as Righteous Kicks.
“Three years later their lives are booming and there are lines out the door but it took the leadership of the mall to give a chance to these kids who had done well out of their car trunk,” he said. “One of the new businesses we’re welcoming today is DDC Wraps. She started as a small kiosk in the mall and now she has a beautiful storefront.”
Lecrezia Akines, owner of DDC, confirmed she had a kiosk for less than 18 months and that her lifestyle boutique opened inside the mall last month.
“We specialize in African fashions, waist beads and we also have stones and crystals and other handmade jewelry,” she said. “For me, this mall was the place to be. We noticed there was something missing here in the Fox Valley area and felt like we could fill a void. Most of our customers were driving to Chicago to get the things they can buy in our store.”
Scott Samson, general manager of Fox Valley Mall, said the mall has worked to cultivate diversity within the shopping area “versus some of our competitors who just want to backfill vacancies.”
“It gets to the point where how many cell phone cover stores do you need?” he said. “As far as all the new stores, there’s been strong interest among the local entrepreneur community to bring their business to the Fox Valley Mall, and also a successful effort here to find new uses that complement and mix well with our national brands. It’s what keeps a large shopping mall fresh.”
Officials noted that 85% of the new businesses honored Wednesday are minority-owned and include a jewelry store (GND Gold and Diamonds), a body care store (New Beautee), a video gaming spot (UTime Gamers), four clothing and accessory stores (Showroom Chi, Hot Rags, DDC Wraps and XIMI-V) and five new eateries (Exotic Snack Guys, Molly Cupcakes and Sushi Mania, and two food trucks, Island Boy and Zesty Express).
One of the new business owners, Roberto Hernandez of Aurora, who is opening his Utime Gamers video game spot at the mall, said it took “a couple of years to create something that’s relaxing for people, not just for me.”
“I want people to come in and relax and get away from all the stress,” he said. “It’s a gaming lounge and you can come in and they’ll be next generation machines. You can play online with yourself or groups or with people all over the world. There’s more here than at home – you don’t have 20-something TVs for 20-something friends. We have it all set up for you.”
Samson said the mall strives to help young entrepreneurs.
“Unlike larger national brands, we try to offer a more favorable rent structure for those start-ups lacking capital and hopefully, as their business grows we can work with them to also adjust the rent structure,” he said. “In terms of businesses that start here like DCC as a kiosk and become a storefront, that’s intentional, totally part of the business plan, and our annual accountability. It’s one of the metrics we use to evaluate our success each year, how many are local businesses we’ve helped grow.”
David Sharos is a freelance reporter for The Beacon-News.
